DECODING A DECADE: A COMPARATIVE ANALYSIS OF VISUAL BRAND ELEMENTS OF ISLAMIC BANKING INDUSTRY IN PAKISTAN (2015–2025)

Abstract

This study investigates the evolution of visual branding strategies among Pakistan’s Islamic banks over the period 2015–2025. Employing a comparative content analysis of official communications, websites, and published reports, the research examines how banks have transformed key brand elements—such as names, logos, taglines, and color schemes—to balance traditional Islamic values with modern market demands. Findings indicate that individual banks like Al Baraka, BankIslami, and Meezan have maintained their core Arabic-rooted identities and consistent messaging, while simultaneously refreshing visual components to reflect operational growth and contemporary design trends. Similarly, conventional banks with Islamic windows have shifted from generic or minimal branding to more customer-centric narratives, as evidenced by updated taglines and revitalized color schemes. The study further contrasts these developments with international practices, noting that while Pakistani banks emphasize cultural and religious authenticity, their counterparts in the UK, GCC, and Malaysia adopt subtler visual cues to appeal to diverse audiences. Overall, the research highlights both the strengths—such as deep-rooted cultural credibility and brand consistency—and the challenges—like limited digital appeal—of current branding strategies, offering recommendations for enhancing brand equity and global competitiveness within the dynamic landscape of Islamic finance.

Keywords: Islamic banking, branding, visual identity, Shariah compliance, Pakistani Islamic Banking, UK Islamic banking